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ZeeMelt: OTTs add to momentum of FB & Youtube video consumption

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MUMBAI: “Digital video is not the regular video which is differentiated by the screen size but everyone is aware about digital videos. If someone is working on a TVC, then bring your brand within first five seconds to get your brand liftup," said Google creative head Haani Mirza.

“To lift the brand, marketers will have to focus on ABCD, which is Attract, Brand, Connect and Direct the viewers," he added.

Talking about digital advertisments, Kantar Insights CEO - media & digital Gonzalo Fuentes said, “86 per cent people have observed the frequency of advt has increased as compared to past three years, and 32 per cent of Gen Z in South East Asia and India have installed ad blockers.”

“Digital Advertising industry can change the trend by focusing on the data which is fully consumer-centric and building engagement through creativity and consistency -- creativity which is not targeting the audience gives a negative impact,” he added.

Speaking about videos on social media and OTT platforms, Kantar IMRB MD media, digital & retail Hemant Mehta said, “Over the last few years, video is dominating the social media, and mobile screens attract more engagement than any other media. All the OTT platforms add to the momentum which was inbuilt in the social consumption. India has more than 20 million avid-video consumers spending 45 minutes a day and 22 hours a month."

Culture Machine CEO & co- founder Samir Pitalwalla added to Mehta’s view, “90 per cent of the consumers are watching videos on Youtube and Facebook in which three out of 10 consumers access OTT platforms. Music & entertainment are most dominant categories, and the fastest growing are: education and news."

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